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PRO INSIGHTS

Joy For One, Joy For All.

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Joy For One, Joy For All.

In last week's post, I discussed the thesis of a philosophy book that strongly resonates with my approach on storytelling. Basically, it said that people behave accordingly to the group they belong to. They affect each other.

Today I'd like to take the example of the organic food retail business.

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What Consumer Trend Are You Riding?

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What Consumer Trend Are You Riding?

Game-changing innovations are the sign that a consumer trend has emerged. They're all the more important to identify that they set new expectations from consumers in all industries. Think of the "one-touch-of-a-button instant service" à la Uber, for instance, that has spread in the coaching industry, the food industry or the repairing industry.

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What Are We Afraid Of?

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What Are We Afraid Of?

When we begin, we are not a company, we are people willing to do good to other people. 

But therein lies the rub: to a certain extent, communicating our vision means to expose ourselves, truthfully. And this can be scary because it could mean showing your true self: what if they didn't like what they see?

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The Iceberg And The North Star

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The Iceberg And The North Star

Storytelling is sometimes misconceived as an inventive way to trick people. "I’m going to tell a good story" can turn into "I’m going to make up a good story".

My core belief is that the truer the story, the more powerful. Storytelling is not fake content, it's a compelling form. 

As such, storytelling is both an iceberg and a north star.

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PR #1: How To Ride The Wave Of News

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PR #1: How To Ride The Wave Of News

"Sell a good story" is the main peace of advice you’ll hear from all Anglophone PR websites or journalists. But what does it mean? Does story equal news? I’ve banged my head against this question for a long time before I began to figure it out.

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Go For The Extreme

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Go For The Extreme

The upside of extreme users - i.e. people who would never use your product or who would be power-users - is that their own feelings about your product will be extreme.

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Build Connections On Empathy

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Build Connections On Empathy

As a business owner, your instinct tells you to be nice to your customers. If you want to embrace the power of storytelling, you should go one step further and show empathy. 

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All About Good Behavior

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All About Good Behavior

How a brand behaves, looks and feels is as important as what it says. The best way to sell a product is NOT to tell your customers what they should think about it. 

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Invent Cult Taglines

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Invent Cult Taglines

The frightening and most difficult thing about being what somebody calls a "creative person", is that you have absolutely no idea where any of your thought comes from, really. 

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Storytelling Works Like A Movie

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Storytelling Works Like A Movie

It was a hot afternoon in Paris and Garance and I were wrapping up a long conversation on the sidewalk, catching up on family news, when she blurted out: “Airbnb is the coolest thing ever.”

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Storytelling Is A Business Skill

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Storytelling Is A Business Skill

Good stories surprise us. They have compelling characters. They make us think, make us feel. They stick in our minds and help us remember ideas and concepts in a way that numbers and text on a slide with a bar graph don’t.

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